Travel has, by virtue of its nature, always been the first and the hardest industry to be impacted, and the last

to recover from a crisis. Looking back can offer guidance, but every downturn has its own path to upturn.

However, a common thread that runs across every challenging time is the resilience and dedication of the

travel advisor, as they are the heart and soul of the industry.

There were heart-warming stories emerging of advisors coming to the aid of their stranded clients to get

them home safely. They also spent endless hours rebooking clients on their future vacations. They stayed

in constant communication with their clients even when there were no bookings, just to let them know

they care. These heroic stories will not be forgotten.

The role of the travel advisor in some ways has not changed. The advisor advises, assists, books, informs,

counsels, serves and helps the traveling consumer throughout every step of their journey.

They always

have and always will!!

However, what we know for sure is that the travel distribution landscape contin-

ues to evolve.

While some advisors work from home and others work within retail locations, where they work is not nearly

as important as who they serve. Their role is the linchpin to every travel stakeholder from customers to

suppliers to destinations and remote communities around the world. Amplifying their voice, and advocat-

ing for their survival serves the fundamental needs of our industry to return to a thriving travel economy.

However, in order for advisors to survive and thrive, they need to select their affiliations and partnerships

with great care.

Advisors who understand and believe in the value they provide ensure that their compen-

sation is commensurate with their responsibilities.

And this includes understanding the profitability of

your business. It is not up to the suppliers to create policies for your business but instead it is up to each

of you to dictate your agency policies to the partners you choose to work with in the future. This includes

commission percentages, payment terms, and acceptance or not, of fees imposed on you and our clients

to name a few. In addition salesmanship, technology, education, entrepreneurial skills, strong partnerships

and customer service all play a part in the success of being a thriving travel advisor.

CONCLUSION